| dc.contributor.advisor | 巫立宇 | zh_TW |
| dc.contributor.advisor | Wu, Lei Yu | en_US |
| dc.contributor.author (Authors) | 林立翰 | zh_TW |
| dc.contributor.author (Authors) | Lin, Lee Han | en_US |
| dc.creator (作者) | 林立翰 | zh_TW |
| dc.creator (作者) | Lin, Lee Han | en_US |
| dc.date (日期) | 2017 | en_US |
| dc.date.accessioned | 31-Jul-2017 11:31:36 (UTC+8) | - |
| dc.date.available | 31-Jul-2017 11:31:36 (UTC+8) | - |
| dc.date.issued (上傳時間) | 31-Jul-2017 11:31:36 (UTC+8) | - |
| dc.identifier (Other Identifiers) | G0103363051 | en_US |
| dc.identifier.uri (URI) | http://nccur.lib.nccu.edu.tw/handle/140.119/111578 | - |
| dc.description (描述) | 碩士 | zh_TW |
| dc.description (描述) | 國立政治大學 | zh_TW |
| dc.description (描述) | 企業管理研究所(MBA學位學程) | zh_TW |
| dc.description (描述) | 103363051 | zh_TW |
| dc.description.abstract (摘要) | 本次採取個案研究方式，針對一家經營堅果原料出口貿易的中間商，藉著全球強勁的買方需求開始進入堅果原料市場。此公司座落在原料的產地，容易取得第一手的價格與產業情報，讓他們擁有資訊不對稱的優勢，來進行原料的銷售。針對該中間商從銷售基本單位、銷售八大步驟、採購小組中心、4C架構、垂直整合等五個方式進行探討。此中間商成功進入台灣堅果原料供應鏈，主要在於能與上游供應鏈簽訂短期商品合約，保有原料價格的競爭力，並且能在其他競爭對手無原料時，適時提供客戶商品。在開發台灣市場發展的前期，由堅果原料供應鏈的下游開始，一路往上游尋找台灣的潛在客戶。此中間商取得下游廠商的信任後，運用彼此的關係取得上游買家的信任，加快銷售程序，以及減少採購單位的疑慮。個案中，該中間商曾試著透過策略聯盟的方式，與台灣小型網購業者進行堅果銷售，最後卻以失敗收場。實際訪談個案公司與蒐集資料後，透過理論架構分析發現，一家企業公司要進入市場的前期，若花費精神調查供應鏈的結構來發掘潛在買家對象，且瞭解實際的需求與市場的競爭狀況後，再借助企業本身優勢，可成功取得代表性的客戶，容易成為此供應鏈的一員。但，隨著外部環境改變，企業的優勢是否會跟著改變，也是其個案企業未來尚須解決的議題。 | zh_TW |
| dc.description.abstract (摘要) | This research takes a tree nut exporting company, the Z Company, as case study to evaluate how the company took advantage of both strong international tree nut raw material demand and first-hand industrial and price information to enter the tree nut exporting industry. By facilitating its location advantage, which the company is located in the tree nut farm, the Z Company is able to hold first-hand information to create information asymmetry as advantage to sell the tree nut raw material.In the beginning stage in developing Taiwanese market, Z Company started and earned trusts from customers located in downstream tree nuts supply chain, and then took further steps to move upstream by exploiting the established trusts as references to gain trusts from the customers located in the upper stream of the supply chain. By doing so, Z Company was able to speed up the purchasing process and minimize the doubts for purchasing managers. In addition to this, Z Company also formed strategic alliance with a small Taiwanese online store to penetrate the market but did not receive much result.This research uses the concepts of basic sales unit, 8 steps to establish sales and customer relationship management, 4C framework of strategic marketing, and vertical integration to evaluate the developing path of Z Company. The research found that the reason why Z Company can successfully enter the tree nuts supply chain in Taiwan is that Z Company is able to sign shirt-term merchandise supply contract with the suppliers to ensure the competitiveness in price and secure the product supply, while on the other hand offers timely supply of material to the customers when other competitors fail to fulfill the product demand. This research discovered that in the beginning stage of market entry, it is ideal to utilize the company’s resources to discover who the potential buyers are and what the real market demand and the degree of competitiveness is. Then, the company should take its interior strength to acquire customers with industry influence as representative case so that it can easily become one of the members in the supply chain. However, as the external environment changes, the company’s advantages in the industry are very likely to change as well, therefore how to respond to such change will be the future development issue for the company. | en_US |
| dc.description.tableofcontents | 第壹章 緒論 1第一節 研究動機 1第二節 研究問題 3第三節 研究流程 4第貳章 文獻探討 5第一節 銷售與顧客關係管理 5第二節 4C架構分析 9第三節 垂直整合 12第四節 小結 14第參章 研究方法 15第一節 個案研究法 15第二節 個案選擇 15第三節 訪談對象 16第肆章 個案分析 18第一節 台灣堅果食品產業介紹 18第二節 Z公司介紹 47第伍章 個案分析及探討 59第一節 銷售單位的基本功能 59第二節 銷售步驟 60第三節 採購中心 61第四節 4C架構分析 61第五節 垂直整合 63第陸章 結論與建議 644第一節 研究結論 644第二節 實務建議 655第三節 後續研究建議 666參考文獻 68 | zh_TW |
| dc.format.extent | 1379648 bytes | - |
| dc.format.mimetype | application/pdf | - |
| dc.source.uri (資料來源) | http://thesis.lib.nccu.edu.tw/record/#G0103363051 | en_US |
| dc.subject (關鍵詞) | 出口貿易 | zh_TW |
| dc.subject (關鍵詞) | 資訊不對稱 | zh_TW |
| dc.subject (關鍵詞) | 4C架構分析 | zh_TW |
| dc.subject (關鍵詞) | 外部環境 | zh_TW |
| dc.subject (關鍵詞) | Exporting | en_US |
| dc.subject (關鍵詞) | Information asymmetry | en_US |
| dc.subject (關鍵詞) | 4C framework of strategic marketing | en_US |
| dc.subject (關鍵詞) | Exterior environment | en_US |
| dc.title (題名) | 進入台灣堅果原料供應鏈策略以Z公司為例 | zh_TW |
| dc.title (題名) | The strategies of entering tree nuts supply chain in Taiwan: a case study of Z company | en_US |
| dc.type (資料類型) | thesis | en_US |
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